How culture travels on TikTok: Publicis Groupe ANZ insights

New research from Publicis Groupe ANZ and TikTok has found that the median lifespan of a TikTok trend in Australia is just three days, with only 27% remaining relevant beyond two weeks. Yet those are often the trends that create the greatest opportunity for sustained relevance and growth.

As reported by Mi3 Australia, the research reveals there is also a clear trans-Tasman difference. In Australia, self-transformation content shows strong staying power, while in New Zealand, lifestyle and vlog content holds attention for much longer.

For marketers, the lesson is to be deliberate about which cultural moments to engage in. It's not about chasing every trend, but understanding the communities shaping them and creating opportunities for authentic participation.

(L-R) TikTok AU/NZ's Amy Bradshaw; Influential Australia GM Cat Wilkinson; Publicis Groupe ANZ Chief Data Officer Maurice Riley

Cat Wilkinson, General Manager of Influential Australia, said: "A trend is a spark that fades fast, but the people engaging with them are a permanent flame. Effective brands focus on building creator partnerships and social content that maintains relevance and impact long after the trend may have disappeared.”

Read the full article on Mi3 here.